Attribute

The right way to handle attribution is by measuring the influence each and every display impression, click, social interaction, and e-mail campaign has on a campaign. This approach is called fractional attribution. Adometry's Ad Analytics Suite processes 100% of all campaign data and assigns credit to the impact each path had on delivering conversions so that complete patterns and trends can be identified. By basing optimization and forecasting algorithms on this data, online marketers can fine tune and improve campaign performance.

A common frustration among online display advertisers is the lack of tools for measuring the impact of their campaigns. Fractional attribution reports help to quantify the nearly universal understanding that there is more to a conversion, or brand lift, than the "last click." In a 2010 survey of display advertisers, Collective Media found that 64% of respondents admitted to relying on Click Through Rate (CTR) as a measure of success, while characterizing the CTR metric as "near meaningless."

Attribution effectively connects online behavior to the many marketing campaigns visitors are exposed to across the web, even if that exposure includes un-clicked campaigns. For the first time, advertisers can receive an integrated view of exactly what combination of display ads, search keywords, e-mails, widgets, syndicated videos, microsites or other online campaigns are driving visitors to their website and/or to complete a conversion.

Previously, the impact of un-clicked online marketing has proven difficult to measure, and therefore, difficult to optimize. However, with visitors taking longer than ever to complete an online transaction, they are being exposed to a myriad of online marketing campaigns before converting. With Attribute, marketers are able to obtain a complete understanding of online visitor behavior and conversion patterns by tying online marketing exposure to website behavior.

Attribute reports provide hard data for display advertisers to show the impact their campaigns have on business results, including the incremental lift that display ads give to search, e-mail, social, and other marketing efforts.

Ad Impression Conversion

Through advanced data mining and machine learning techniques, Attribute is able to produce dynamic attribution analysis; meaning the data determines how much weighted credit is due on an ad, campaign, creative, or placement. Attribution weights are determined dynamically by analyzing 100% of the display data, not just the ads that resulted in clicks or site visits. No web analytics package has access to the data required for this accurate analysis.

Standard attribution analysis reports include:

  • Attribution Weight reports that allow marketers to measure performance of media plans by attribution weight and allocate media spend accordingly.
  • Cross-channel attribution reports that allow marketers to see the impact their display media campaigns have on their search media buys.
  • Reach and frequency reports displaying the unduplicated unique visitors reached across campaigns and sites, providing marketers the information required to eliminate wasted ad spend and optimize results.

Attribute is designed to help marketers gain insight into their conversion path and how each media channel drives users from initial brand awareness and consideration to a conversion or purchase event.